Holiday Inn–Where Road Warriors Rest Their Sleepy Heads

What do you think about when you think about Holiday Inn? According to Landis Global Market Research, consumers most often think about amenities like the hotel pool. Fallon is launching a new campaign to counteract this pattern. The agency’s “Look Again” campaign aims to round-out consumer perceptions of the brand so they view it as a first option for business travel as well as leisure.
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The campaign–with broadcast, interactive and engangement marketing elements–introduces three typical American coworkers at varying levels of experience: Ted, Marcus and Zack, collectively referred to as “The Business Guys.”
“We can all relate to these guys. They are the consummate road warriors who have developed a unique relationship from spending so much time together while traveling on business,” said Roger Camp, group creative director for Fallon Minneapolis.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.